“Data quality problems bedevil managers in every industry, company, business unit, department, and process,” writes Thomas C. Redman. As more data becomes collectable, it becomes key in making strategic decisions that can affect companies for years. For news organizations, thinking through audience data quality control and related processes is critical. Writing reflection questions for any organization, Redman suggests evaluating: “Do I really have all the data I need to make an informed decision?”; “Do I understand what the data really mean?”; “Can I trust the data in making this decision?”; and “When I do trust the data, is that trust justified?”